What are the Main Types of Promotion?

Promotion Concepts / By

 What is promotion?Promotion, also referred to as integrated marketing communications, is the process of an organization communicating information about their brand and products to the marketplace (note: in marketing, the marketplace includes customers, stakeholders and the public).The Main Types of promotionPromotion can take several forms, with the most common forms of promotion being:Advertising,Public Relations,Sales Promotion,Direct […]

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Extra communication challenges in today’s media environment

Marketing Environment, Promotion Concepts / By

 What are the extra communication challenges faced in today’s media environment?As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.Less control of messageNeed more variety of communication toolsNeed to be more entertainingUse of social mediaComparison sites, forums and message boardsInfluence of independent bloggersMore

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Why has integrated marketing communications (IMC) become more important?

Promotion Concepts / By

 If we go back in time, the prime communication tool for most organizations was some form of advertising. Large companies and brands could afford major TV advertising, whereas small businesses advertised in the local newspaper or on local radio.Companies use to structure their marketing area as primarily a promotional arm (in the sales/promotion era), where

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The difference between advertising and integrated marketing communications

Marketing Strategy, Positioning, Promotion - Advertising, Promotion Concepts, Services Marketing, Videos / By

 When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the sales/promotion era of marketing.)For most of

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Integrated marketing communications definition

Promotion Concepts / By

 Integrated marketing communications, IMC, is typically what we think of as the promotional mix in the 4P’s or 7P’s – or even perhaps as communication itself in the 4C’s version of the marketing mix elements.The to think that integrated marketing communications is simply the coordination of the firm’s promotional activities is quite limited in scope

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Understanding the four stages of integrated marketing communications

Promotion - Advertising, Promotion - Online, Promotion Concepts / By

 One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000).The four stages model of integrated marketing communications (IMC)As can be seen in the model, the four stages are:Tactical coordination of marketing communicationsRedefining the scope

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Controllable factors for new product failure

Marketing Research, Marketing Strategy, New Product Process / By

 There are multiple reasons why new products will fail to be successful in the marketplace. There is a separate article that outlines the numerous reasons for new product failure, along with some discussion. However, the purpose of this article is to discuss the degree to which each of these factors are controllable prior to be

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Benefits of product repositioning

New Product Process, Product Mix / By

 In the classification of new products, product repositioning is considered to be a new product task. There are a numerous challenges and benefits associated with product repositioning as discussed in the following article. Please refer to a separate article for the challenges of repositioning.What is product repositioning?Product repositioning is changing the overall positioning (that is,

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Potential benefits of a product improvement

New Product Process, Product Mix / By

 Products are frequently improved by companies. There are various pressures upon a company to do so, particularly from competitors, changing customer needs and technology improvements. However, there are an array of benefits and challenges involved in making the decision whether or not to improve an existing product in the marketplace.Please note that a product improvement

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